Sapphire crystal has oleophobic properties and doesn't need any special coating. An AW with a sapphire crystal should easily be able to withstand hand washing rubbing. Regular watches with a sapphire crystal have been around many decades.
Using Neutrogena, a soap that’s supposed to gentle as it’s used for the cleaning the face. Apple approved using Clorox Wipes last year, perhaps that’s better than Neutrogena??
I have no idea about Neutrogena. Never heard about. But I do believe that all kinds of SOAPS are no-go. And no alcohol. There’s is special solutions for glass-faces. The best I believe, is just pure water and a glass cloth.